This product image provided by Kimberly Clark Corp., shows Cottonelle toilet paper with roll covers. AP Photo/Kimberly Clark Corp.
Are you ready to “Respect the Roll?”
Kimberly-Clark is looking to shake up the toilet-paper accessory category with toilet roll covers from designer Jonathan Adler.
To boost awareness about a new formulation of its Cottonelle toilet paper that it says is 30 percent stronger, Kimberly-Clark Inc. decided to forgo traditional advertising. Instead, it’s offering limited-edition boxes to hide your backup rolls. Who knew you needed such a thing?
It’s the latest effort by consumer product makers to spice up stagnant categories with eye-catching design. In 2010, Kotex introduced the “U by Kotex” line of pads and tampons with neon packaging and pad carriers designed by stylist Patricia Fields, for example.
Allen Adamson, managing director of global branding firm Landor in New York, said Target Corp. has successfully brought design to a lot of consumer product categories with such lines as the housewares rethought by renowned industrial designer Michael Graves.
But it’s new for toilet paper.
“It’s just surprising when design finally meets toilet paper — that’s sort of the final frontier,” Adamson said.
Even though it’s a $10 billion industry, according to Nielsen, most people don’t pay attention to which toilet paper roll they buy — or they stay loyal to one brand for decades.
“Consumers shop on autopilot and shop quite a bit on deal,” in the toilet-paper aisle, admitted Kurt Simon, brand director for Cottonelle. “They tune out when they go into the aisle. And, largely speaking, they tune out (toilet paper) advertising as well.”
Adler created covers in three bright, geometric patterns. Known for bold colors and pop graphics, he has designed everything from home furnishings to hotels and currently operates 16 of his own stores.
You can read the full article via ArtDaily here.
You Might Also Like...
Forty-five magnificent paintings from the rich collection of the New-York Historical Society will be on view at the Columbia Museum of Art this fall, beginning November 19, 2011 and on ...
“In Claude Lorrain, nature declares itself eternal,” Johann Wolfgang von Goethe noted enthusiastically on the French Baroque artist’s landscape paintings in 1818. According to Germany’s prince among poets and most ...
Sotheby’s announces that it will offer the magnificent Archer M. Huntington Collection of coins from the Hispanic world in a sealed bid auction ending on 8 March 2012. Assembled more ...
Fashion is a manifestation of ideals of beauty and social change, an expressive play between belonging and distinction, communication and trend. Its only constant factor is permanent change. In the ...
Tune in this Thursday, June 14th, at 8pm EST / 5pm PST for the world premiere release of the new Azoulay Edition: Year of the Dragon!
Barry is excited to be ...
Up until his death aged 89 in September 2011, Richard Hamilton was planning a major exhibition of recent works conceived specifically for the National Gallery. This highly personal exhibition is ...
The Dallas Museum of Art presents Difference?, an exhibition that explores work produced by contemporary artists over the past fifty years and includes approximately seventy works of art drawn exclusively ...
An American Jewish man whose father's extensive collection of unique posters was seized by the Nazis and only returned after years of legal battles is looking for a buyer.
Attorney Gary ...
Columbia Museum Of Art Hosts Exhibition Of Hudson
Städel Museum to Open Enchanted Landscapes Exhibition
Sotheby’s Announces Upcomming Archer M. Huntington Collection of
Fashion Photography from the F.C. Gundlach Collection at
World Premier Event: New Azoulay Edition 6/14
Major Exhibition of Recent Works by Richard Hamilton
Dallas Museum of Art Explores Work Produced by
Extensive Poster Collection Seized by Nazis to be